My name is Alex. Iâm a copywriter who loves his job. I come up with copy, concepts, and campaigns that sell ideas, move products, and make people love the brands they choose.
Hereâs some stuff I did.
The ask:
How can we show that Fido is as as there for you as a loyal pup would be?
The answer:
Show the reliability in a moment when youâd really need it (although maybe the wisest use of that reliability).
The ask:
Fidoâs been a sponsor of Pride for years. How can we push the progress that theyâve helped make in a meaningful way, to demand more inclusion, representation, and honesty?
The answer:
Add more colour to the conversation. There are many communities and identities that make up Pride, and more than just the rainbow flag to represent them. We opted to fly as many flags as we could and provide information and insight into what they mean and who the represent on social media.
The ask:
Fidoâs got this really cool product called 5 Extra Hours of Data, and itâs exactly what it sounds like. Itâs a unique offering, so how do we make it sound more exciting?
The answer:
Letâs call it a âData Boost!â The campaign quantified 5 hours in fun, relevant ways to give customers a reference point for just how much extra data they could be using.
The ask:
How can we help awesome Canadian musical artists who canât do shows because of COVID-19, but do something more meaningful than streaming a live concert?
The answer:
Let them go Off-Mute. We created an all-new web series formatted to have these amazing Grammy-nominated, Polaris-prize-winning, doing-their-own-damn-thing artists interview each other. Purposefully matched to perform in different genres, and even different languages, to get to the heart of why they make what they make.
These were originally 21-minute episodes that included performances, but the clock has run out on the right to show them. Theyâre still great interviews and all of these artists are absolutely fantastic people who were a pleasure to meet and work with. Check âem out.
The ask:
Quite admirably, Fido does a lot of good for a brand. How could we brand their CSR work to be instantly recognizable as being Fido, while keeping an arms-length from having it look like theyâre trying to sell somethingâkeep it honest and authentic.
The answer:
Fido With Care. A new brand initiative to showcase the positive change they support. And as a bonus (a quite intentional bonus), the logo we cooked up conveniently has a very similar emoji for use one social #đ
The ask:
Ferme Jocka makes some of the best maple syrup in all of Quebec. They were expanding to some new offerings, including a maple wine. It needed a name, it needed branding, it needed ways to stand out against other maple winesâand also act as an introduction into maple wines for those unfamiliar with the idea.
The answer:
Erro. Itâs Latin, itâs simple, and it doesnât scream âI am made of maple syrup!â On top of all of this website brand-love copy featured here, I also wrote the copy on the wine bottle itselfâbucket list âď¸
The ask:
Make killer CBM communications for iconic P&G brands like Old Spice, Tide, Swiffer, Bounty, and so many more, for their direct-to-consumer shop.
The answer:
To make each communication authentic to the brands they feature, as well as keeping things consistently engaging from one communication to the next to remain authentic to the voice of the P&G Shop.
The ask:
3M tech is the answer to those slow-cutting, fast-wearing grind and cut wheels for all your metal work needs. How do we express that the time youâd save is worth the extra buck it takes to get 3M over the no-name stuff?
The answer:
A very short ad. We made half the ad and broadcast it twice as much with targeted placements (yeah, itâs a niche).
Fun fact: : 3M stands for Minnesota Mining and Manufacturing.
The ask:
In this case, I asked myself: can you make an online store from scratch? Would that help you better understand the goals and challenges of your clients when it comes to their digital marketing, social media, and customer funnel?
The answer:
I made my own store, BrunchBrunchBrunch.com. I designed the shirts, held a photoshoot, made the website, and it was up for 4 glorious years of almost breaking even.
The ask:
Shoes of Prey was giving away 52 pairs of shoes, one giveaway each week for an entire year. How do we get people excited?
The answer:
Keep it simple. People love free stuff, so letâs show what 52 pairs of shoes looks like, and then explain the contest clearly with all of the excitement left to the product itself.
